The upcoming March Madness tournament will showcase two of the most significant names in college basketball today: Juju Watkins from USC and Paige Bueckers from UConn. Their presence raises questions about whether their influence can make up for the absence of Caitlin Clark, who notably boosted the women’s tournament’s viewership last year with her spectacular performances. Last year’s final featuring Clark’s Iowa Hawkeyes against the formidable South Carolina Gamecocks, led by coach Dawn Staley, attracted more viewers than the men’s final, a milestone for the women’s game.
This surge in popularity for the women’s tournament is attributed to several factors. Unlike the men’s final which was not aired on a mainstream network, the women’s championship was more accessible, and Clark had a devoted fan base that followed her to the WNBA. Kevin Hull, a sports media professor, expressed skepticism about matching last year’s unprecedented 18.87 million viewership, but he anticipates strong numbers again given the rising interest in women’s sports.
In contrast, the men’s tournament lacks individual stars of the same social media clout as Watkins or Bueckers. Cooper Flagg from Duke is a standout name, but the men’s stories often revolve more around coaches or programs than players, unlike the women’s side. Despite these discrepancies historically favoring the men’s tournament in terms of viewership, women’s basketball has been gradually gaining ground.
This upward trajectory can partly be traced back to the influential success of the U.S. women’s soccer team in the 1990s, which began to shift perceptions across all women’s sports. Women’s basketball has experienced substantial growth, especially since 2021 when ESPN started broadcasting every game nationally. Moreover, a viral video by Sedona Prince highlighting disparities in facilities between men’s and women’s tournaments sparked dialogue on equality, helping the women’s game gain recognition.
The renegotiation of TV contracts and the dramas, such as the perceived rivalry between Clark and Angel Reese, have also contributed to increased attention and viewership. Len Elmore, a sports management instructor, acknowledged that this tension draws viewers who might prefer the women’s game for its fundamental basketball elements. This year, the NCAA made a progressive step by granting women’s teams financial compensation for participation, emphasizing the growing respect and professionalism for women’s basketball.
Even in the absence of Clark, ratings this season have continued to be positive, signaling a lasting interest in the sport. A game between Watkins and Bueckers in December amassed an audience of 2.2 million, the second-highest ever on Fox for women’s basketball. ESPN’s viewership increased by 3% over last year and by 41% compared to two years ago.
With March Madness on the horizon, these athletes might meet again in the later stages of the tournament, potentially boosting ratings further. Hull predicts the gap between men’s and women’s final viewership will continue to narrow, possibly with the women’s games eventually overtaking their male counterparts.
